Campbell is dropping ‘soup’ from company name

Campbell Soup Company, the brand synonymous with its soup cans, is changing its corporate name and rebranding as The Campbell’s Company as it looks to shift consumer attention to its non-soup products.

Yes, Campbell makes more than its iconic tomato soups. The 155-year-old business owns popular food and snack brands, including Goldfish, Pepperidge Farm, Kettle, CapeCod, Swanson, Pace Foods, Prego and Rao’s.

The name change, pending an investor vote in November, reflects Campbell’s increasing focus on its snacks category. Snack sales grew 13% last year, while soup sales only rose 3%.

The munchies market is worth over $200 billion, according to market research firm Circana. 

And food giants want a piece of it. In August, Mars Inc., maker of M&Ms and Snickers, agreed to buy Kellanova, the parent company of Pringles, Cheez-It, Pop-Tarts, and Eggo waffles parent Kellanova for $22 billion.

Circana found that almost 50% of Americans eat a minimum of three snacks a day.